Summary
Overview
Work History
Education
Skills
Board Experience
Timeline
Generic

Laura Russart

Fremont,WI

Summary

Proactive, Goal-Oriented Motorsports Marketing Leader | 15+ years experience developing marketing strategy, objectives, and tactics to achieve measurable goals on B2C and B2B projects.

Overview

11
11
years of professional experience

Work History

Campaign Marketing Lead, Motorcycles

Harley-Davidson Motor Co.
11.2022 - Current


  • Responsible for the marketing strategy for the premium Icons and Enthusiast Motorcycle Collections as well as the emerging Adventure Touring category
  • Develop and manage the go-to-market strategy based on the marketing objectives, consumer target, consumer value proposition, KPIs and channel execution plans inclusive of creative
  • Direct the work for one marketing project manager

Marketing Lead

Elkhart Lake’s Road America
10.2021 - 11.2022


  • Rewrote all web copy for SEO resulting in a 25% increase in organic YOY web traffic
  • Launched a monthly email campaign focused on deeper, story-telling content resulting in a 40% average open rate
  • Through all marketing efforts, ticket sales increased 47% YOY (goal was 5%).
  • On-boarded, trained and directed the work for two marketing interns

Content Strategist

Fathom Digital Manufacturing
08.2020 - 10.2021


  • Wrote B2B sales enablement emails with linked paid media to drive project leads while tracking open, click thru and opt out rates through Salesforce
  • Developed new web content based on top keyword search data to create content specific to customer search criteria to increase organic search leads by 15%

Marketing Lead

GRAFF Faucets
12.2019 - 08.2020
  • Coordinated brand strategy with global PR agency which included company vision, mission and unique selling proposition as well as tactical marketing, PR, tradeshow and social plans
  • Executed sales initiatives including price catalogs, marketing brochures, promotional flyers and targeted emails
  • On-boarded, trained and directed the work for a marketing associate

Marketing Lead, Product Content

Harley-Davidson Motor Co.
09.2017 - 11.2019
  • Managed a $10MM marketing budget
  • Developed marketing launch strategy and content plan for all new parts & accessories (250+/year) and motorcycle models (10+)
  • Managed five marketing launch strategies per year to promote products with high forecasts and/or with high inventory to reach and exceed wholesale sales goals and decrease storage costs
  • On-boarded, trained and directed the work for two marketing project managers

Marketing Project Manager

Harley-Davidson Motor Co.
11.2013 - 09.2017

Senior Marketing Coordinator

Harley-Davidson Motor Co.
07.2013 - 11.2013

Marketing Coordinator

Harley-Davidson Motor Co.
06.2012 - 07.2013

Education

Project Management Methodology Certificate

Milwaukee School of Engineering
01.2014

Bachelor of Arts - Journalism, Ad & PR

University of Wisconsin - Oshkosh
Oshkosh, WI
12.2005

Skills

  • Achiever
  • Maximizer
  • Deliberative
  • Significance
  • Relator

Board Experience

Media Chair | BUILD Moto 

VP of Marketing | Gathering on the Green 


Timeline

Campaign Marketing Lead, Motorcycles

Harley-Davidson Motor Co.
11.2022 - Current

Marketing Lead

Elkhart Lake’s Road America
10.2021 - 11.2022

Content Strategist

Fathom Digital Manufacturing
08.2020 - 10.2021

Marketing Lead

GRAFF Faucets
12.2019 - 08.2020

Marketing Lead, Product Content

Harley-Davidson Motor Co.
09.2017 - 11.2019

Marketing Project Manager

Harley-Davidson Motor Co.
11.2013 - 09.2017

Senior Marketing Coordinator

Harley-Davidson Motor Co.
07.2013 - 11.2013

Marketing Coordinator

Harley-Davidson Motor Co.
06.2012 - 07.2013

Project Management Methodology Certificate

Milwaukee School of Engineering

Bachelor of Arts - Journalism, Ad & PR

University of Wisconsin - Oshkosh

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